We are constantly thinking about the world around us.

Read the latest brand insights and perspectives from our experts. We dive into topics such as planning for rebranding, how to optimize your brand and marketing operations, building a rebranding budget that works for your organization’s financial needs, and more. Thirsty for even more best practices for brand change? Subscribe to receive our brand insights by email, and you’ll never miss out on the latest thinking.

Rebranding on the world stage? 3 tips to manage the complexities of global implementation

Eli Greenspan

Converting a wide variety of assets Importance of brand implementation Rationalizing branded assets

Implementing a rebrand of any size and scope can seem like a Herculean task. But if you’re planning a rollout with global proportions? You may feel more like Atlas, carrying the weight of the world on your shoulders. Besides the sheer number of branded assets to convert and the challenge of uni…

Exploring healthcare partnerships? Take 3 steps to solidify your marketing and brand operations

Philip Guiliano

Converting a wide variety of assets Marketing and Brand Operations Standardizing marketing processes

Healthcare organizations continue to pursue creative and innovative solutions to respond to the industry pressures they face. Many are entering or are planning to enter M&A deals to enlarge their geographic footprint and add credibility and name recognition of their service offerings. Several…

How to implement pharmaceutical/biotech brand integration as M&A deals proliferate

Kavya Paul, Ian Doubleday

C-suite support Joining multiple brands under an M&A M&A / divestiture brand changes

Large pharmaceutical companies are increasingly positioning their brands to lead the charge in developing holistic solutions to complex global health concerns. Fueled by the success of life-saving COVID-19 vaccines and other medications, many are acquiring or reshaping biotech companies to harness t…

Ready for brand evolution? Hype up your team’s entrepreneurial spirit

Tatum Shiff

Employee concerns about brand change M&A / divestiture brand changes Managing a short timeframe Rolling out your rebrand Successful rebrand examples and trends

Evolving with your customer has never been more important. As consumers become more willing to spend on brands they believe in and quicker to disengage from those they don’t, companies worldwide are heeding the call to evolve. For many of them, this comes in the form of a rebrand. In our recent…

Healthcare system marketers, beware and rejoice! Takeaways from SHSMD Connections 2022

Katie Gordon

Brand implementation technology & tools Successful rebrand examples and trends

Healthcare system marketers have a lot on their plates as they take the next step in strategic transformation: moving purposely from a patient-centric mindset to a customer-centric one. The challenges and benefits of making this change underpinned a few of our favorite sessions and keynotes at the S…

Preparing to rebrand? You need a comprehensive branded asset inventory (now)

Eniana Vrenozaj

Brand inconsistency Converting a wide variety of assets Rebrand Implementation Strategy Standardizing marketing processes

If you’re on the brink of a rebrand, you’re probably asking a number of salient questions. How much will this project cost? How long will it take to achieve a successful result? What’s the best way to introduce your new brand identity to the world? Do you have the resources you need to pull it…

3 ways to optimize healthcare marketing and brand operations as industry pressures intensify

Philip Guiliano

Brand inconsistency Importance of brand implementation Marketing and Brand Operations Rationalizing branded assets Standardizing marketing processes

The healthcare sector is under enormous pressure on all sides. Staff shortages and burnout are making it difficult to provide the level of care patients and stakeholders expect. Shifts in the payer mix threaten providers’ financial models. And frequent regulatory changes keep organizations in a co…

Don’t embark on a rebrand until you ask 5 expert-level questions

Philip Guiliano

Budgeting and financing Importance of brand implementation Marketing and Brand Operations Rebrand Implementation Strategy Rebranding implementation budgets Standardizing marketing processes

Changing your brand is a strategic decision to advance your organization’s goals and objectives. As such, the implementation choices you make must align with the overarching business strategy you need to achieve. But marketing leaders often forge ahead with their rebranding plans without consid…

Make wayfinding a priority when rebranding your healthcare organization

Jo Clarke, Vivien Lin

Brand inconsistency Converting a wide variety of assets

If you’re a marketing leader at a healthcare organization, it’s important to remember this fundamental reality: Your primary audience will almost always encounter your brand from a place of vulnerability when they come to your facilities. This is true whether they’re experiencing a medical …

Ask The Experts: How to protect the integrity of your new brand, now and into the future

Philip Guiliano

Brand implementation technology & tools Brand inconsistency Budgeting and financing Rolling out your rebrand Standardizing marketing processes

Too frequently, rebrands are viewed as a one-and-done deal: the need for a new brand emerges, the new brand is developed and implemented, and everyone lives in branded bliss forever after. Nothing could be further from the truth. A brand is a living organism that grows from the minute it is broug…

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We are constantly thinking about the world around us.

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